>> we had a relationship with the nfl for years now so we're a big sponsor. i know you guys are as well, and so it's a great -- it's a great marriage, and so there's not a lot new here from a financial perspective, but more leveraging the content available. >> do you foresee striking a deal with soccer or the u.s. tennis association. is this only the beginning of that opportunity? >> yeah, we're a big sponsor with indy car already. at the indianapolis 500, you can pick angle of the turns and watch from each car. this applies to any sport out there. >> let's talk about how you believe people -- you're doing this because you're a businessman. how many people do you think would dump existing carriers, obviously, football fans, for precisely this opportunity to stand in line buying the chips as we said -- >> right, right. >> or be a page in the car. >> well, we hope a lot will. if you look at this year in the fourth quarter that we announced, 30% of the customers are new to us, and they come to us because we got the best network. as we bring more and more of the